[Commlist] New Publication: Branding Diversity

Announcement of the latest publication in the Routledge Critical 
Advertising Studies book series, /Branding Diversity: New Advertising 
and Cultural Strategies/ 
<https://www.routledge.com/Branding-Diversity-New-Advertising-and-Cultural-Strategies/Khamis/p/book/9780367145446>by 
Dr. Susie Khamis.


/Branding Diversity/canvasses one of the most pervasive and provocative 
trends in advertising – the growing visibility of politicised statements 
in contemporary branding. The book chronicles how brands have reckoned 
with diversity amidst growing calls from various stakeholders for 
greater cultural representation within media. With case studies of 
Budweiser, Gillette, /Vogue/ and Patagonia, the book explores how brands 
navigate what is invariably difficult terrain – one fraught with 
political tensions and divisive dialogues – and considers why such 
overtures are increasingly necessary. As brands compete for mindshare, 
attention, visibility and cut-through, these strategies are both shrewd 
readings of the consumer mood, as well as smart bids for cultural relevance.


 From the anti-Trump ads in Super Bowl, to programmatic advertising and 
brand standing, /Branding Diversity/is essential reading for students 
and scholars interested in these deepening connections between the 
political and the commercial, as well as those readers curious to see 
how even the most iconic brands shape-shift and adapt to markets today.


Dr Susie Khamis is Senior Lecturer in the School of Communication, 
University of Technology Sydney. Her research areas are branding, 
representations of cultural diversity, and consumer cultures. She has 
published widely in these areas and her current research focuses on how 
successful global brands represent cultural diversity in their marketing 
media.

This is the latest book published in the Routledge Critical Advertising 
Studies series 
<https://www.routledge.com/Routledge-Critical-Advertising-Studies/book-series/RCAS>

Other titles include:

Stephanie Janes Alternate Reality Games: Promotion and Participatory 
Culture 
<https://www.routledge.com/Alternate-Reality-Games-Promotion-and-Participatory-Culture/Janes/p/book/9780815386803>



      Gloria Dagnino, Branded Entertainment and Cinema: The
      Marketisation of Italian Film

<https://www.routledge.com/Branded-Entertainment-and-Cinema-The-Marketisation-of-Italian-Film/Dagnino/p/book/9780815348528>


Hyunsun Yoon, Branded Entertainment in Korea 
<https://www.routledge.com/Branded-Entertainment-in-Korea/Yoon/p/book/9780367205317>(forthcoming 
November 2020)


If you are interested in contributing to the series please get in touch 
at any stage in developing your proposal and contact the series editor, 
Jonathan Hardy, at (Jonathan.hardy /at/ lcc.arts.ac.uk) 
<mailto:(Jonathan.hardy /at/ lcc.arts.ac.uk)>

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